improving marketing roi with web analytics by kyle bumgardner
DESCRIPTION
How marketers can use web analytics data to make informed media decisions and improve ROI across online and offline marketing initiatives. Outline of best-of-breed web analytics platforms currently in use throughout the industry, along with key metrics that help marketers make informed decisions.TRANSCRIPT
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Who Is Your Customer?
1CONFIDENTIAL WebsiteBiz
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Improving Marketing with Web Analytics
Web Analytics Defined
Leading Web Analytics Solutions
Getting Started
Case Study
Q & A
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What is Web Analytics?
Web Analytics: A process for collecting data,
conducting analysis, and reporting Web site
activity and results.
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Why Web Analytics?
4CONFIDENTIAL WebsiteBiz
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Why Web Analytics?
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Why Web Analytics?
“Firms use web analytics to optimize
customer experience and marketing”
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What Can We Track?
Things like…
• How People arrive at a website
• How they navigate a website
• How they find information on a website
• How they value website content
• How they respond to calls-to-action
7CONFIDENTIAL WebsiteBiz
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How Do We Track?
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We need web analytics tools to help:
1. Understand what customers do online
2. Find opportunities
3. Drive customer experience and marketing
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Changing Marketing Landscape
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10CONFIDENTIAL WebsiteBiz
Changing Marketing Landscape
The Web Analytics market is maturing:
• Vendors consolidating and expanding
• Fewer executives are asking “What is web analytics?”
• More are asking “How can we leverage Web analytics
to make better business decisions?”
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Choosing a Web Analytics Solution
All Web analytics solutions collect data and
generate reports.
But that’s where the similarities end:
• Diverse data collection and reporting
• Add-ons to base products
• Confusing pricing models
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Choosing a Web Analytics Solution
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Choosing a Web Analytics Solution
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Source: Forrester Wave Web Analytics – Q3 2007
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Web Analytics Solutions
Strongest Performer
Powerful and flexible
Deep data analysis and segmentation
Excellent 3rd party application integration
Best suited for medium and large organizations
Pricing based on page views
14CONFIDENTIAL WebsiteBiz
Source: JupiterResearch Executive Survey 2007
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Web Analytics Solutions
15CONFIDENTIAL WebsiteBiz
Source: JupiterResearch Executive Survey 2007
What’s New?
• Video Measurement
• Web 2.0 - RSS Feeds, Blogs, Streaming Media
• “One-minute distribution of dashboard reports”
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Web Analytics Solutions
Largest Market Share
Powerful and Flexible
Advanced segmentation and analysis tools
More upfront work to implement
Need internal resource to manage and maintain
Best for medium to large enterprises
Pricing based on page views
16CONFIDENTIAL WebsiteBiz
Source: JupiterResearch Executive Survey 2007
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Web Analytics Solutions
17CONFIDENTIAL WebsiteBiz
Source: JupiterResearch Executive Survey 2007
What’s New?
○ Web 2.0 Reports – RSS Feeds, Blogs, Streaming Media
○ Drag & Drop to create ROI calculations
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Web Analytics Solutions
Strong Market Share
Considered a Contender
Streamlined and Simple Interface
Integrates nicely with Adwords
Limited customization and advanced tracking
Best for small businesses
Price is Right = Free!
18CONFIDENTIAL WebsiteBiz
Source: JupiterResearch Executive Survey 2007
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Web Analytics Solutions
19CONFIDENTIAL WebsiteBiz
Source: JupiterResearch Executive Survey 2007
What’s New?
○ Updated Visual Interface
○ Competitive Benchmarking
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“# 1 obstacle to successful Web analytics
is figuring out how to take action
from the data collected.”
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Source: Forrester Research Executive Survey 2007
Become an Action Hero!
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Getting Started
5 Steps to Effective Web Analytics:
1. Measure
2. Report
3. Analyze
4. Optimize
5. Innovate
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Establish What You Will Measure
• Determine the type of site you have
• Determine your business objectives
• Define Your Key Performance Indicators (KPI’s)
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Measure
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Determine Your Site’s Purpose
Basic Site Categories
• Ecommerce
• Content and Advertising
• Lead Generation
• Customer Support
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Define Key Performance Indicators
Typical KPI’s
• Page Views
• Visits and Unique Visitors
• Orders and Revenue
• Conversion Rate
• Leads and Cost-Per-Lead
• Registrations, Newsletter Sign-ups
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Master the 5 Steps
Optimize and Innovate:
• Take calculated risks
• Decisions based data
• Integrate tactics
• Reward top visitors
• Provide incentive to challenging visitors
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Thank You
26CONFIDENTIAL WebsiteBiz
Kyle BumgardnerDirector [email protected]
WebsiteBiz: A Digital Marketing Agency1704 East Blvd.
Charlotte, NC 28203
o. 704.338.1727
c. 704.813.4636
www.WebsiteBiz.com
www.MarketerInsight.com
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Web Analytics Resources
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Useful Industry Sites
• www.WebAnalyticsDemystified.com
• www.WebAnalyticsAssociation.org
Vendor Blogs
• Analytics.blogspot.com
• Blogs.omniture.com/author/mbelkin/
• Webtrends.com/Resources/ExpertWebcasts.aspx